WARC Online Research 2008

The second phase of online research
Mike Cooke
26 February 2008

In the first of a series of guest posts from speakers at Online Research 2008, Mike Cooke, Global Director: Online Development, GfK NOP, shares his thoughts on the challenges and opportunities facing online research. Mike is the Conference Chairman, and will be speaking further on the issues facing the industry in his opening and closing remarks on both days of the event.

We are entering the second phase of the evolution of online research. The first wave was all about representation and the growth of online panels. It was about the migration of market research from the offline to the online world. It was driven by a collapse in the response rates achieved in the offline modalities as much as by the key advantages of online research namely cost and speed.